Iran Breakfast Cereals Market Size, Share & COVID-19 Impact Analysis, By Product Type (RTE Cereals and Hot Cereals), By Distribution Channel (Supermarkets and Hypermarkets, Convenience Stores, Online Retail, and Others), Forecast, 2022-2029

The Iran breakfast cereals market size was USD 342.47 million in 2021. The market is projected to grow from USD 356.21 million in 2022 to USD 473.72 million by 2029, exhibiting a CAGR of 4.2% during the forecast period. The global COVID-19 pandemic has been unprecedented and staggering, with breakfast cereals experiencing lower-than-anticipated demand across all regions compared to pre-pandemic levels. Based on our analysis, this market exhibited a decline of 4.01% in 2020 as compared to 2019.

The Iran breakfast cereals market is primarily propelled by the growth of the global breakfast products market. The rising trend of westernization and popularity of convenience foods. Consumers across the country are giving higher preference to healthy & on-the-go breakfast options attributed to following western dietary patterns. The emerging trend of avoiding the risk of certain chronic diseases and maintaining health & wellness through mindful consumption drives healthy eating. This knowledge has, in turn, increased the demand for cereals used for breakfast.

COVID-19 IMPACT

Sudden Outbreak of Coronavirus to Disrupt Raw Material Supply Chains

The pandemic has positively aided the sales and demand for several Fast-Moving Consumer Goods (FMCG) worldwide that come under essential products in the daily routine of people. Consumers rushed to shops to stockpile essential grocery items, leading to a spike in sales of packaged in the initial months. As the COVID-19 cases increase rapidly, consumers stockpile non-perishable food items, including breakfast cereals to avoid leaving home. These factors have increased the demand for eat-at-home packaged food products. It has been observed that within a week after the lockdown, many multinational companies of breakfast ingredients/products have witnessed a high stock surge.

LATEST TRENDS

Consumer Inclination toward Natural Ingredients Driving Breakfast Cereals

The market growth is expected to increase over the next few years due to increased demand for organic and natural food. Natural is a crucial trend in breakfast cereals as many consumers consider natural ingredients healthier and even more sustainable. Natural claims such as no artificial preservatives or ingredients in new cereal launches are expected to increase as more consumers choose a natural start to their day.

DRIVING FACTORS

Rising Demand for Convenience Food and On-the-go Snacking to Favor Market Growth

The growing popularity of convenience, ready-to-eat foods and on-the-go snacking is a major factor propelling the Iran breakfast cereals market growth. The modern-day stressful and hectic lifestyles of consumers primarily drive the demand for on-the-go products that provide quick nutrition and the feeling of satiety in a busy schedule. Cereals are becoming a convenient breakfast option due to their short preparation time and yet a fulfilling experience. The trend of westernization in the country is expected to drive the demand for Iran breakfast products including cereals category.

Increasing Popularity of Healthy Snacking to Fuel Market Growth

According to the food & health survey conducted by the International Food Information Council (IFIC), consumers buying food products for positive health impacts increased to 60% in 2020 compared to 55% in 2015. The graphical representation indicates the positive shift in buying patterns of healthy foods attributed to the rising awareness of the effect of food consumption on overall health & wellness. The Iran breakfast products market is also propelled by the increasing demand for healthy foods among consumers to maintain overall health and reduce the risk of certain lifestyle-related chronic health conditions. According to the industry sources, Iran is expected to achieve the second-highest per capita disposable income in the Middle East, after the UAE. The rising per capita income levels among consumers have enabled them to spend more on healthful products that maintain and improve their health. Consumers continue to seek better-for-you options in food aisles. Foods enriched with micronutrients such as vitamins and minerals are gaining popularity as a solution to tackle micronutrient deficiencies or improve the overall health

RESTRAINING FACTORS

Fluctuation in Raw Material Prices to Hamper Market Growth

The growing demand for whole grain, natural, and organic products exposes Iran breakfast cereal industry to the negative impacts of cereal grain price fluctuations. The growth of breakfast food is vulnerable and hampered by the volatile prices of organic and conventional cereal grains. Climate changes and demand dynamics mainly drive price fluctuations. According to the data provided by Food & Agricultural Organization, global oat prices were highest in February 2021 compared with prices in the last seven years. High food prices can also affect the nutritional attributes of products by causing processors to shift to cheaper, lower quality, and less micronutrient-dense food ingredients to reduce the cost of the final product.

SEGMENTATION

By Product Type Analysis

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RTE Cereals to Hold Major Share Due to Growing Awareness Among Iranian Population

Ready-to-eat breakfast cereal is gaining popularity due to growing awareness among the Iranian population and cereal as a food option. The key challenge with the Iranian population is the categorization of breakfast food made from cereals as a good luxury; meanwhile, most of the Iranian population falls into the lower-income group, thereby limiting the growth of the product in the country. Cereals use in breakfast is rapidly growing in the Iran market due to the rising awareness of its health benefit and growing convenience among consumers. Moreover, it comprises nutritional ingredients such as minerals, vitamins, fiber, and natural products (fruits). Such components help the consumers to gain energy and improve health. 

By Distribution Channel

Supermarkets and Hypermarkets Expected to Increase Owing to Easy Distribution

The supermarkets and hypermarkets segment is witnessing substantial growth across the country owing to its easy distribution and availability of easy raw materials such as sugar, honey, and others. In addition to this, the increasing awareness regarding the positive health aspect of breakfast cereals among consumers has significantly contributed to its amplified sales through these channels. Traditionally, independent stores/convenience store in Iran represent the largest market share in Iran. However, modern retail channels, such as supermarkets and hypermarkets, have gained traction over the past few years due to evolving purchasing patterns among consumers.

KEY INDUSTRY PLAYERS

Collaboration with Relevant Stakeholders to Aid Dominant Position in Market

The competitive breakfast cereal market in Iran is dominated by imports from multinational brands such as Kellogg’s Company and Nestle S.A. In the cereal (breakfast) category, Kellogg's Company and Nestle S.A. control around 65-75% of the market in Iran. According to our preliminary interviews with industry experts, Kellogg's is the market leader in Iran breakfast cereals, with a market share of 50-54%. According to a study published by European Union in 2017, “Tak Macaron is one of the significant processed food companies in Iran. The company includes distinguished products such as flour, pasta, and cake powder. Among other products, it also produces ready-to-eat cereal flakes.”

LIST OF KEY COMPANIES PROFILED:

• Nestle S.A. (Switzerland)


• Shirin Meharara Company (Hong Kong)


• OBST S.A. (Poland)


• TakMakaron (Iran)


• Kellogg Co. (U.S.)


• Shirin Asal (Iran)

REPORT COVERAGE

An Infographic Representation of Iran Breakfast Cereals Market

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The market research report includes quantitative and qualitative insights into the market. It also offers a complete strategic analysis of the demand, market size, market statistics, and growth rates for all possible market segmentations. Numerous key insights presented in the report are an overview of the parent market, competitive landscape, market opportunity, and recent industry developments such as base expansion and key industry trends.

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